Work Together, Win Together. - SMPS...
Transcript of Work Together, Win Together. - SMPS...
x x x x x x
Work Together, Win Together. How Marketing and HR Can Collaborate
to Win the War for Talent (and Clients too)
2 0 1 8 S M P S S o u t h e r n R e g i o n a l C o n f e r e n c e - F e b r u a r y 2 , 2 0 1 8 T i m A s i m o s , C P S M ; V P & D i r e c t o r o f D i g i t a l I n n o v a t i o n a t c i r c l e S s t u d i o
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The war for talent is intensifying.
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72%
Source: PWC - 19th Annual Global CEO Survey
of CEOs are concerned about the availability of key skills.
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T H E C E O ’ S F O C U Sx x x x x x
Risk Management
Avoiding Commoditization New Business
Profitability Employee Retention
Growth
Client Experience
Culture
Talent Acquisition
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Finding, attracting and retaining top talent is one of the biggest challenges today’s firms face.
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Everyone’sa free agent.
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Job seekers arenow job shoppers.
Culture Salary
Benefits Bonus
Ownership Projects Clients
Advancement Location
Office Space
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Experiences are shared.
Culture:the reason your employees stay or go.
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The only competitive advantage we have is the culture and values of the company. Anyone can open up a coffee store… - Howard Schultz, CEO, Starbucks
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…All we have is the relationship around the values of the company and what we bring to the customer every day. - Howard Schultz, CEO, Starbucks
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Client experiencewins.
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CX is directly a function of employees.
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Human resources is evolving.
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Employer branding is on the rise.
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Marketing is evolving too.
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HR + Marketing teaming together.
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HR’s ObjectivesAwareness Positioning Recruitment Engagement Retention
Marketing ’s Expertise
Strategy Branding
Communications Creative/Design
Content Marketing
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Collaboration is essential.
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Align Your Brand Fromthe Inside Out
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What is a brand?
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A brand is more than a name, logo
or service.
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A brand lives in your mind.
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The sum of your thoughts, feelings and experiences.
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T A N G I B L E S & U N T A N G I B L E S
Rides & Attractions
Shows & Entertainment
Food & Beverages
Merchandise
Nostalgia
ImmersiveTheming
Storytelling
Fantasy & Awe
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Intangibles are felt emotions.
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80%of decision making involves emotion.
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WHAT THE HECK does this have to do with HR?
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A brand is a promise.
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Branding reenforces that promise.
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The promise is realized through experience.
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Experience is empowered by culture.
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Your cultureis your brand.
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Your company’s culture and your company’s brand are really just two sides of the same coin. - Tony Hsieh, CEO of Zappos.com
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Your internal cultureand your external brand must be aligned.
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External Internal
Value Proposition
Brand Messages
Client Experience
Brand Identity
Marketing & Advertising
Mission
Values
Operations
Work Space
Internal Communications
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Identify gaps and misalignment.
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Ensure authenticity in messaging.
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CONDUCT a recruitment audit.
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Build a TalentMarketing Machine
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Recruitment IS marketing. If you’re not marketing, you’re not in it to win it. - Matthew Jeffery, Head of Global Sourcing and Employment Branding for SAP
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RecruitmentMarketing
Plan
Put a strategy and plan in place.
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Build on marketing fundamentals.
Audience
BrandMarketing
Mix
SWOT Research Planning
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Create candidiate personas.
Young Professional Mid-Career Professional Senior Professional
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Background Goals
Questions Topics of Interest
Looking for… Information Sources
Challenges to Overcome
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Awareness Interest/ Consideration
Evaluation/ Selection
EMPLOYEECANDIDATE
Consider the context of the candidate’s journey.
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Develop a content roadmap.
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Leveragethe modern recruitment playbook.
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TRADITIONALx x x x x x
Career Site Job Descriptions
Applicant Tracking Systems (ATS) University Career Fairs
Job Boards Best Firm Lists
Referrals Event Collateral
Branded Giveaways Third Party Recruiters
MODERNx x x x x x
“Buyer” Personas Content Strategy
Inbound Marketing Landing Pages
Brand/Culture Videos Enhanced Benefits
Thought Leadership Culture Blog
Native Advertising SEO / SEM
Interactive Job Descriptions Live Streaming Video
Mobile Marketing Email Nurturing
Lead Scoring / Predictive
Candidate Surveys Virtual Reality
Webinars / Podcasts Social Ads
Corporate Responsibility Social Media
Glassdoor Ad Retargeting
Branded Visual Assets Employer Branding
Campaigns Public Relations
Employee Ambassadors Live Chat
Enhanced Offer Letters
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Make your website the hub.
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52%
Source: CareerArc
of job seekers first visit a firm’s online properties to gain insight on employer brand identity and culture.
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Integrate your marketing efforts.
ADVERTISING
CONTEN
T
MARKE
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SOCIAL MEDIA
VIDEO
EVENTS
DIRECT
PR
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EVENTSDIRECT
PR
SOCIAL MEDIA
ADVERTISINGCONTENTMARKETING
VIDEO
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Measure the impact.
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HOLD a strategic planning offsite.
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Empower Internal Communication
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74%
Source: Gallup
of employees feel like they’re missing out on important company news and information.
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Internal communicationis an underlying influence of employee engagement.
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Gather employee feedback.
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Use the righttools.
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31%
Source: Prescient Digital Media
of employees never use their company intranet.
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Develop a useful company intranet.
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Personalized Login
Clean & Functional Design
Streamlined Navigation
Responsive / Mobile-friendly
Robust Search
Accessible Anywhere
User Experience
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Personalized Content
Document Sharing & Forums
Company Calendar
Blogs & Newsletters
Training & Tutorials
Employee Profiles
Integrated Social Streams
Essential Features
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Assist with email announcements.
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Partner on company events.
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TREAT internal like external.
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Enlist Employees asBrand Advocates
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Harness the power of social media.
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Employee advocacy programs can amplify social marketing and sales efforts while improving employee engagement. - Gartner Research
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Create guidelines for advocacy.
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Turn employees into content creators.
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Amplify your firm’s thought leadership.
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COMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSCOMPANY STAKEHOLDERSYOUR FIRM’S EMPLOYEES’CONTACTS/CONNECTIONS
YOUR FIRM’SEMPLOYEES
YOURFIRM
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Source: Inc
increase in web traffic.
Employee advocacy results in a
5x
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Leverage tools for advocacy.
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CREATE a marketing rewards program.
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Develop a Firm-wide Marketing Mindset
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Marketing is not a department. It is your business. -Harry Beckworth, Selling the Invisible
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Provide marketing training.
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Share trends and best practices.
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Communicate your activities.
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Reinforce the brand continuously.
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START WITH a few key champions.
TAKEAWAYS &FINAL THOUGHTS
x x x x x x
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Align Your Brand From the Inside Out
Build a Recruitment Marketing Machine Enlist Employees
as Brand Advocates
Empower Internal Communication
Develop a Firm-wide Marketing Mindset
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Invite each other to the table.
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Clarify roles and responsibilities.
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Celebrate shared success.
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